平安人寿服务营销项目化管理研究

发布时间：2018-03-26 04:38

本文选题：服务营销模式　切入点：工作分解结构（WBS）　出处：《电子科技大学》2013年硕士论文

【摘要】：我国自1980年恢复保险业务以来，保险业发展速度迅猛，保费以平均30％的年增长速度增长，成为国民经济中发展最快的行业之一。近十年，寿险业普遍采用人力增长的模式带动保费的增长；平安人寿近三年保费以平均30％的速度成长，主要来自人力的增长，而人均产能增长缓慢、甚至出现负增长。未来，如何在保持现有人力增长的同时，提升产能继而带动保费的持续增长成为整个寿险行业普遍关注的重点。自2010年开始，平安人寿四川分公司（以下简称四川公司）致力于提升人均产能型业绩增长模式的研究，即服务营销模式的研究，服务营销模式一旦建立，销售队伍的产能会大大提升继而在业内遥遥领先，会将竞争对手远远抛在身后，它关乎业务队伍的未来、关乎平安人寿持续稳定的发展，是平安核心竞争力的体现，为此，通过服务营销项目化管理的研究，建立新的销售模式，实现产能的提升，继而实现业务的持续和增长具有重大的战略意义。本论文结合四川公司案例、数据，利用项目管理的理论、技术和方法，对四川公司实施服务营销进行项目化研究，，借助项目计划管理，人力资源管理，沟通管理等项目管理理论，阐述服务营销项目在四川公司的实施；利用项目评估对四川公司服务营销项目进行了过程描述和案例分析，发现存在的问题和原因，提出改善措施和建议；深入研究项目的过程管理，对项目案例采用了基于项目责任制的矩阵管理模式来构建团队组织，对项目干系人进行了分类，完善内部沟通机制，运用SWOT方法分析了项目实施存在的优势、劣势、挑战和威胁。服务营销模式项目化管理的研究，将保证该项目的成功实施，从而带来公司业绩及产能的突破，甚至带来整个行业业绩的大幅提升。
[Abstract]:Since the resumption of insurance business in 1980, the insurance industry has developed rapidly in China, with the average annual growth rate of 30%, which has become one of the fastest-growing industries in the national economy. The life insurance industry generally uses the mode of manpower growth to drive premium growth; ping an life insurance premiums have grown at an average rate of 30% over the past three years, mainly from the growth of human resources, while per capita capacity growth is slow or even negative. In the future, How to maintain the existing manpower growth at the same time, improve the capacity and then drive the continued growth of premiums has become the focus of the whole life insurance industry. Since 2010, Ping an Life Insurance Sichuan Branch (hereinafter referred to as Sichuan Company) has devoted itself to the research of the growth model of productivity per capita, that is, the research of service marketing model, once established, The production capacity of the sales force will be greatly improved and will lead the industry by a long distance. It will leave the competitors behind. It is vital to the future of the business team, to the sustained and stable development of Ping an Life, and to the embodiment of the core competitiveness of Ping an. Through the research of project management of service marketing, it is of great strategic significance to establish a new sales model, realize the increase of production capacity, and then realize the sustained and growth of business. Based on the case of Sichuan Company, data, the theory, technology and method of project management, this paper makes a project study on the implementation of service marketing in Sichuan Company, with the aid of project planning management and human resource management. The theory of project management, such as communication management, expounds the implementation of service marketing project in Sichuan company, describes the process and case analysis of service marketing project of Sichuan company by project evaluation, and finds out the existing problems and reasons. Put forward the improvement measures and suggestions, deeply study the process management of the project, adopt the matrix management mode based on the project responsibility system to construct the team organization, classify the project stakeholders, perfect the internal communication mechanism. This paper analyzes the advantages, disadvantages, challenges and threats of project implementation by using SWOT method. The research on project management of service marketing mode will ensure the successful implementation of the project and bring about a breakthrough in the company's performance and production capacity. Even bring the entire industry performance of the substantial improvement.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F842.3

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